As we know, stereotypes can have some serious consequences, and
prime-time television may be promoting the stereotypes of certain groups. The could
lead you to wonder what sorts of impacts counter-stereotypical characters have on their
viewers.

In an effort to portray a more diversified
view of the American people, some shows have presented casts and characters whos
personality and role are not that of the common stereotype of that persons
particular gender, racial or sexual orientation group. Most shows stick to
portraying their characters in a stereotypical manner, however, there are some exceptions.

The
Cosby Show is one of the most commonly referenced sit-coms for portraying an African
American family in a counter-stereotypic light. ABC rejected airing the show because
they felt the American audience would not respond to an African American upper-middle
class family. Once NBC aired the show, it's popularity suggested to everyone that a
program does not have to reflect stereotypes to be successful. Another more recent
program, Ellen, choose to portray a homosexual character that was previously assumed to be
heterosexual. This stirred up some controversy which suggests that even in the
politically correct atmosphere of the 1990s, there is still some resistance to the
visibility of certain minority groups and their portrayal on prime-time television.

Unfortunately there is little data available
on the impact of these counter-stereotypical programs on viewers. Yet what we do
know suggests that using counter-stereotypical characters on television can be a
contributing factor to positive social change (Durkin, 211). In a study that
looked at childrens responses to both traditional and non-traditional sex-role
portrayals in television characters, it was shown that both traditional male characters
and non-traditional female characters were favored. As a result of the women's
liberation movement, acceptable female gender roles have expanded to encompase more
counter-stereotypical roles. This seems to have resulted in a wider acceptance of
female characters who are presented in a non-traditional way. On the other hand,
males are not as accepted when portrayed in non-stereotypical roles.

Another finding was that children were much
more responsive to shows that reflected the diversity of their world rather than a more
restrictive, stereotypic show (Durkin, 216). Children see many different types of
people in everyday life that do not fit into the category of a certain stereotype.
Their preference in viewing shows that are more based in reality informs us that they see
counter-stereotypes in everyday life and enjoy the realistic characters in non-traditional
programs.

One of the underlying reasons for studying
counter-stereotypes is in the hope that they may encourage change in viewers attitudes
toward certain minority groups that have traditionally been portrayed in a very negative
and stereotypic manner. One social psychological theory behind this is the contact
hypothesis which assumes that the more exposure a person has to different groups, the more
accepting they will be of these groups (Tesser, 502). Following acceptance, the
person may then be less likely to buy into negative stereotypes that are presented of the
group. Since television viewing is so popular in our culture, indirectly
counter-stereotypes on television could increase the contact viewers have with alternative
ways of thinking about those that are different from themselves.

In conclusion,
counter-stereotypes on television will ideally increase our awareness that those around us
do not fit into all-encompassing categories. Through contact with these images,
theoretically we will increase our understanding of other groups. Minority groups,
in particular, have a history of being portrayed in very stereotypic ways which often
include negative attributes. The little research that has been conducted on
counter-stereotypes in television shows us that these programs are well liked and can
possiblly lead to a positive change in viewers' attitude. More research needs to be
done in order to determine more specific effects counter-stereotypes have on television
viewers.